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For the highly anticipated launch of Powerball in California, we set out to create a campaign that felt nothing like typical lottery advertising. We avoided the familiar cliches like Ferraris, mansions, and yachts, and decided instead to connect with people on an emotional level. Effie award for the campaign. It was also the most successful lottery launch in US history.
California Dreams Website
Social site allowing people to share their California Dreams
Red Ball Project
To create further intrigue around the launch of Powerball, we worked with street artist, Kurt Perschke, to place gigantic red balls all over California.